雀巢公司的市場(chǎng)營(yíng)銷作業(yè)英文版(編輯修改稿)
2025-02-06 16:52 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 rials and sell in the local marketvIn 1908, set up sales agent in Shanghai Intermediate Entry ModeLicensingvA seller allows its technology, trademarks, pany name, design, processes, or intellectual property to be used by a buyervIn the early 80s, vbegin to negotiate with Chinese government about investing to build factory in China, chansfer its technology to ChinaIntermediate Entry ModeJoint venturevshare risks, costs, and management with a partner in a foreign countryvSince 1987, cooperate with Chinese governmentvIn 1990, set up the first Nestle joint venture—Shuangcheng Nestle limited (雙城雀巢有限公司 )vIn 2023, cooperate with Taitaile Group(太太樂(lè)集團(tuán) )and have 80% shareholdingIntermediate Entry ModeJoint venturevIn 2023, sign a joint venture agreement with Haoji Group(豪吉集團(tuán) ), and have 60% shareholdingvNow, Nestle takes up a large market in China.Entry Mode DecisionvTo sum upvits Entry Mode Decision lays a solid foundation on its successfully marketing in China.? Consumer products： convenience products? Black coffee? Instant coffee? The source of raw materials in ChinaNescafe in ChinaTop 3 sales volume in China (2023)? Nescafe? Maxwell house? CafeMocha The taste The package The price “Good to the last drop”? Brand image? The taste? The packageThe Taste is great? The Popularity? Various strategies of product? Product inventionLife circle The maturity stagevThe product had achieved acceptance by most potential buyers.vCompetitors begin to react. They market down prices,increase the advertising and sales promotion,and try to find better visions of the products.vA high market rate.vIt posses strong challenges to marketing managements.vDuring1998—2023,the total market sales of coffee was increasing by a rate of 90%.vIn 2023,Nestle’s annual sales in Chia reach billion RMB,submit tax payment for about one billion.Pricing雀巢公司餐飲部產(chǎn)品價(jià)目表NestleFoodservices
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